Breaking News

Ingwebu looks to go national

by Staff reporter
30 September 2018 | 837 Views
BULAWAYO brewer, Ingwebu Breweries is seeking to expand beyond the southern parts of the country while it also fortifies its present markets as part of a survival and growth strategy meant to pluck the company out of the black hole.

The company has over the years underperformed and lost most of its market share to rival breweries due to use of antiquated machinery. The Bulawayo Municipal Commercial Undertaking run entity was weaned from the Bulawayo City Council last year as part of trying to commercialise its operations.

Its beer product - Ingwebu - is mainly marketed in Bulawayo, the two Matabeleland provinces and Midlands provinces.

In an interview Ingwebu Breweries sales, marketing and corporate affairs executive Mr Ndabezinhle Mlilo said the company was positive in its outlook, with plans to penetrate markets in the northern parts of the country.

"Our greatest opportunities lie in expanding into other markets. Currently as you are aware, we are operational in Bulawayo, Midlands, Matabeleland North and Matabeleland South. We will go national. Definitely in future we will get into the northern parts of the country but as of now we can't say when," said Mr Mlilo.

Although expansion is on the horizon, Mr Mlilo said the company still largely depends on its traditional markets.

"Generally the product's acceptability is very high in Matabeleland. Our people love the product in Matabeleland, Bulawayo and the Midlands where we're currently operating from," he said.

The company has increased its visibility by sponsoring a number of activities and was at the fore of the Ingwebu Dance competition.

"It's a common product. It's a product that people identify with. We all know that. I'm sure you have seen that we have done a few initiatives. You have seen what we have done to create that embrace," said Ingwebu's head of marketing, development and research Mr Sindani Khumalo.

His views were echoed by Mr Mlilo, who said the cultural diversity in the areas where Ingwebu was operational necessitated the festivities.

"Our product has a very strong equity in the market that we operate in and I would say that equity is localised equity. The promotional initiatives were about embracing and celebrating the diversity that's in our market. Our market is unlike other markets.

"Our market is really a representation of different cultures and different languages and we are tapping into that diversity. We are saying within that diversity, at the centre of it is Ingwebu. Ingwebu is the common denominator," he said.

While it was facing challenges, other breweries made product improvements that have seen them pull away significantly from one of the few local authority run breweries in the country. Despite this, Mr Mlilo said Ingwebu would not try to emulate any of its competitors.

"Ingwebu and Bulawayo are inseparable. Ingwebu and Matabeleland and Midlands are inseparable. So many people come up with different ideas on how we can improve our products and how we can modernise and become a state-of-the-art company in the 21st century. We do look into those ideas and put some in motion through our research and development wing.

"But we are Ingwebu and we don't wish to be anyone else. In terms of making improvements and having a long shelf life, that's all in our plans. I can't say we would want to be someone else and we will improve on ourselves according to our plan," he said.

After years of loss making, Mr Mlilo said the outlook was currently positive for Ingwebu.

"Judging by our market standing as of now, when I talk of market standing I am talking about sales, market share and globalised brand equity, I think we are in the thick of things. We are not far off from where we want to be. The picture says it all, if you go out into the market right now and see what the product is, then you'll see that Ingwebu is indeed in the thick of things," he said.

Ingwebu Bulawayo Beer

Source: zimpapers


Latest News

Chamisa demands Chief Ndiweni's unconditional release

by ZimLive | 17 August 2019 | 411 Views

Chief Ndiweni's incarçeration an attack on peoples rights - Chief Ndi...

by Iphithule Maphosa | 17 August 2019 | 283 Views

'Prisca Mupfumira wanted to remove General Chiwenga'

by Mandla Ndlovu | 17 August 2019 | 6031 Views

Royal Crown Council condemns Chief Ndiweni judgement

by The Royal Crown Council | 17 August 2019 | 1817 Views

Ndiweni is an MDC-affiliated Chief and so can do no wrong

by Petina Gappa | 17 August 2019 | 1426 Views

'Heavy is the head that wears the crown' said W Ncube - meant 'Empty i...

by Patrick Guramatunhu | 17 August 2019 | 976 Views

CIOs block release of Chief Ndiweni court judgment

by Mandla Ndlovu | 17 August 2019 | 3820 Views

Heavily armed police and Army jet besiege Bulawayo

by Mandla Ndlovu | 17 August 2019 | 7959 Views

BREAKING: Tabitha Khumalo arrested

by Mandla Ndlovu | 17 August 2019 | 7204 Views

Henry Olonga takes on Mnangagwa...again

by Mandla Ndlovu | 17 August 2019 | 6290 Views

To what end Mr Chamisa, does the end justify the means? - Dear Nelson ...

by Munya Shumba | 17 August 2019 | 1260 Views

Nhlanhlayamangwe Ndiweni an illegitimite Chief?

by Nicholas Ncube | 17 August 2019 | 1920 Views

ZANU PF youths in police uniform beat up Harare protestors?

by Mandla Ndlovu | 17 August 2019 | 3707 Views

Woman scalds hubby for not picking her from church

by Staff reporter | 17 August 2019 | 1811 Views

Bosso player & manager fight: New details emerge - NEW details have em...

by Staff reporter | 17 August 2019 | 1251 Views

Chamisa vows more protests despite Harare ban

by newzimbabwe | 17 August 2019 | 1017 Views

Welshman Ncube speaks out

by Mandla Ndlovu | 17 August 2019 | 4790 Views

Mthuli Ncube has a plan, but is it gobbledegook?

by Bloomberg News | 17 August 2019 | 2824 Views

Woman finds hubby in bed with sex worker, arrested for assault - A Chi...

by Staff reporter | 17 August 2019 | 2124 Views

Newly appointed chiefs have no power to apportion land - Masvingo Prov...

by Staff reporter | 17 August 2019 | 681 Views

Pupurai Togarepi invests CDF in clinic

by Staff reporter | 17 August 2019 | 718 Views

Handcuffed rape suspect bolts from court - A Kwekwe man who could not ...

by Staff reporter | 17 August 2019 | 1230 Views

Tsikamutandas leave in a huff as villagers bay for their blood - HUNTE...

by Staff reporter | 17 August 2019 | 1120 Views

Cheating wife dumps husband after busting her - FOR a Bulawayo woman, ...

by Staff reporter | 17 August 2019 | 2190 Views

Man parades neighbour's hat, use condom - A MAN from Gokwe paraded a u...

by Staff reporter | 17 August 2019 | 907 Views

Man files US$300,000 lawsuit against wife's lover - A LOCAL businessma...

by Staff reporter | 17 August 2019 | 485 Views

Woman slaps hubby with lifetime sex ban - FOR a sex-deprived Bulawayo ...

by Staff reporter | 17 August 2019 | 709 Views

Wife snatching businessman at it again - A GWANDA businessman – who ...

by Staff reporter | 17 August 2019 | 617 Views

United Nations statement on MDC demonstration

by Mandla Ndlovu | 17 August 2019 | 1821 Views


Zimfest delivers another 'phenomenal' festival

by Tidi Kwidini | 07 August 2019 | 628 Views

Should you be betting on reality TV show outcome too?

by Staff Writer | 05 August 2019 | 81 Views

WATCH: Jah Prayzah featuring Iyasa Sadza nemuriwo song

by Mandla Ndlovu | 23 July 2019 | 5593 Views

Muvhango star Marang Phala visits Prophet Sovi's church

by Mandla Ndlovu | 22 July 2019 | 9542 Views

Pure Black set to take Africa by storm

by Mandla Ndlovu | 04 July 2019 | 997 Views

'Cook Off' movie set for UK premiere

by Agencies | 02 July 2019 | 810 Views

Zimbabwean rapper teams up with top selling American singer

by Staff Reporter | 17 June 2019 | 1319 Views